The North 53 logo is minimal but unique. The custom numbers give it a look that is refined, but not too serious. The 53 is recognizable enough to stand on its own as a representative of the brand. We applied it to print materials using special black paper, and custom deboss and foil finishes to give the collateral a feel that matched the high end food that was served at the restaurant. Challenged with creating signage that was trendy and visible but not overwhelming, we realized that our logo was perfect for application as a neon sign. We paid a visit to a local sign craftsman, and he was able to bend the neon into the shape of the logo. After applying it to a slab of wood, we suspended it with steel bars to the corner of the restaurant, giving the restaurant an understated but visible sign.
The brand concept was applied to the photography, emphasizing the unexpected duality of North 53. We shot a king crab on a stump in a farmers field. The chef posed with fish in a field of canola. These photographs captured the high-end / Canadian grown food.
The website needed to communicate more than just contact information and address. It needed to explain the ideas behind North 53, show the food, and capture the essence of the North 53 experience. We relied heavily on photography, and gave the client the ability to edit their menu easily as they changed it. Patrons could also easily reserve tables online.
Overhaul designed and produced the signage. Brushed steel mounting arm.
North 53 has received praise from food critics locally and throughout Canada. In their first year, they have been recognized as one of the 10 best new restaurants in Canada by two national publications.